That’s why for our 70th (!) episode of Good Copy, Bad Copy: the B2B copywriting podcast, we’re joined by Lasse Lund, copywriter and content marketing consultant at Danfoss Cooling, to discuss writing all things engineering – as well as his own journey into the strange world of B2B copywriting.

Technical, engineering content… for a worldwide audience

A Danish native raised in the States, Lasse offers great insight into what it takes to write ‘definitive’ English-language copy for a global and culturally diverse engineering audience. And why writing for engineers is, in theory, a game of two halves: the technical and the business.

Also in this month’s episode:

Technical editing tips to make localisation easier

The value of reading niche technical publications

How to not alienate marketing-averse engineers

More on B2B’s “Gender Say Gap”

Before we sign off, we’d like to thank everyone for the inspiring feedback we received following last month’s podcast on the Gender Say Gap. We’ve never had a response like it.

Credits:

Ben Philpott

Ben is a keen blogger with a wealth of experience in both marketing copy and freelance journalism. Having written for a diverse range of clients and publications, Ben is able to adopt new and familiar voices to your copy with an informed, creative enthusiasm. Outside of Radix, much of Ben’s time is spent listening to, writing about and attempting to create music. He can often be found musing upon, or interviewing 90s acts you long since relegated to the charity shop for Drowned in Sound.